STUDY OF TAN TRAO UNIVERSITY STUDENTS’ SATISFACTION WITH VIETTEL’S MOBILE TELECOMMUNICATION SERVICE QUALITY IN MINH XUAN WARD, TUYEN QUANG PROVINCE
DOI:
https://doi.org/10.51453/3093-3706/2026/1435Abstract
In the context of Vietnam’s rapid digital transformation, mobile telecommunication services play a crucial role for all user groups, particularly among young people, who demonstrate high usage frequency and strong technological adaptability. Students of Tan Trao University represent a typical segment within this demographic, with frequent needs for connectivity, communication, and information access in their daily lives. Accordingly, this study aims to assess the satisfaction levels of Tan Trao University students with Viettel’s mobile telecommunication services.
The study applies the SERVQUAL model and adopts a mixed-methods approach, combining secondary data from Viettel’s operational reports with primary data collected through structured surveys conducted between July and October 2025. Statistical analyses, including descriptive statistics and regression modeling using SPSS, are employed to evaluate the impact of five key service dimensions—reliability, responsiveness, assurance, empathy, and tangibles—on student satisfaction.
The findings are expected to identify the critical factors influencing satisfaction and to highlight existing limitations in the quality of services currently used by students. Based on these results, the study proposes practical recommendations to enhance the experience of young users and optimize the quality of Viettel’s services. Furthermore, the satisfaction assessment model developed may be applied to similar young customer groups in other regions. This study contributes empirical evidence on mobile telecommunication service satisfaction and provides valuable insights to help service providers strengthen their competitiveness in the market.
Downloads
References
1. Berry, L. L., Zeithaml, V. A., & Parasuraman, A. (1990). Five imperatives for improving service quality. Sloan Management Review, 31(4), 29–38.
2. Bộ Thông tin và Truyền thông. (2023). Báo cáo viễn thông di động Việt Nam 2023. Nhà xuất bản Thông tin và Truyền thông. Hà Nội
3. Cronin, J. J. (2003). Looking back to see forward in services marketing: Some perspectives to guide future research. Journal of Services Marketing, 17(4), 332-339.
4. Ghane, S., Nikhashemi, S. R., & Aziz, N. A. (2011). Customer satisfaction and customer loyalty: A study of customer retention in the telecommunication industry. International Journal of Marketing Studies, 3(3), 16–27.
5. ITU. (2024). Global ICT data and statistics report 2024. International Telecommunication Union.
6. Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Pearson Education.
7. Lehtinen, U., & Lehtinen, J. R. (1982). Service quality: A study of quality dimensions. Service Management Institute.
8. Nguyễn Mạnh Sơn. (2013). Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng sử dụng dịch vụ viễn thông di động (Luận văn thạc sĩ). Trường Đại học Kinh tế Quốc dân.
9. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
10. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
11. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
12. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420–450.
13. Trương Đức Nga. (2017). Đánh giá chất lượng dịch vụ viễn thông di động trên địa bàn TP. Hồ Chí Minh. Tạp chí Kinh tế và Dự báo, 64–67.
14. UBND tỉnh Tuyên Quang. (2023). Báo cáo phát triển hạ tầng viễn thông tỉnh Tuyên Quang.
15. Võ Thanh Hải, Nguyễn Văn A., & Trần B. (2017). Sự hài lòng của khách hàng đối với dịch vụ viễn thông di động trên địa bàn thành phố Đà Nẵng. Tạp chí Công Thương, 15(4), 33–42.
16. Wirtz, J., & Zeithaml, V. A. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
All articles published in SJTTU are licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA) license. This means anyone is free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided they give appropriate attribution to the original author(s) and SJTTU, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to SJTTU to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
Although the conditions of the CC BY-SA license don't apply to authors (as the copyright holder of your article, you have no restrictions on your rights), by submitting to SJTTU, authors recognize the rights of readers, and must grant any third party the right to use their article to the extent provided by the license.
